Want the scoop? Crewe Alexandra and Whitby Morrison have agreed one of the longest sponsorship deals in sporting history.

The backing our key partners have long soft-served up is anything but flaky.

The world leading manufacturer of ice cream vans have already officially supported the club for 30 years, and sponsored a stand since 2012.

Now Whitby Morrison have extended their commitment to sponsoring The Ice Cream Van Stand for an astonishing 99 years.

Chairman Charles Grant: “The Whitby family have been magnificent supporters of our club for many decades. To enter into a 99-year agreement is an extraordinary demonstration of their commitment to Crewe Alexandra.

“Like us, they share a strong sense of responsibility to play an influential and positive role in the local community and represent our town with great pride.

“We are delighted that Whitby Morrison have agreed this groundbreaking deal to continue with The Ice Cream Van Stand well into the next century, and we look forward to working with them long into the future.”

Established in 1962, Whitby Morrison produce bespoke ice cream vans and associated vehicles for the global market.

Generations of family values drive the business forward at a purpose-built factory in Crewe.

Managing director Stuart Whitby, son of founder Bryan, is supported by sons Ed, operations director, and Kris, production director. Together, they lead a highly skilled and dynamic workforce.

The renowned company has long led the way in the industry and recently launched the Whitby Morrison ePower system to begin a new era of green energy solutions.

Whitby Morrison now produce in excess of 100 vans a year and have exported to more than 60 countries.

This new agreement means Crewe Alexandra’s north stand will continue to proudly represent the Whitby Morrison name until at least the year 2120.

Ed, a lifelong Alex supporter, said: “We are proud to have further strengthened our relationship with Crewe Alexandra. I know a 99-year agreement will raise eyebrows but we want to demonstrate the loyalty and commitment that exists between both parties. We want the people of the town to see that, it’s important we all support each other.

“Whitby Morrison  and Crewe Alexandra share many of the same values and ambitions. Like Crewe, we invest in local people and support them towards become leading lights in the industry.

“Many members of the Whitby Morrison team are ardent Alex supporters and it gives us great pleasure to continue working with a football club so dedicated to the town and its people.”